What makes design effective?

Ultimately, it’s about impact – design that changes behaviours, transforms businesses, saves lives. Design that performs.

What does that impact look like in reality and how can you measure it?

Catch up on this unfiltered look at design that reshaped markets and shifted human behaviour. In a conversation led by DBA Chief Executive, Deborah Dawton, esteemed judges Olivia Salisbury, former Group VP Global Head of Experience Design at T. Rowe Price and Pernilla Johansson, VP & Head of UX Design Chapter in Volvo Group, dissect standout projects that delivered change and break down the work that didn’t just meet expectations, it redefined them.

Watch the full recording.

Industrial design that put Guinness back on the bar

Guinness was being pushed off the counter and onto generic T-bars. Instead of following the trend, they rewrote the rules with the Hero Harps. A bold industrial design solution that didn’t just win space back – it changed customer behaviour and shaped decisions at the point of sale, boosted sales, and cost 10% less to manufacture. Proving investment in industrial design can turn around a business’s fortunes.

An exhibition experience that changed the game 

Spanning two galleries and blending with permanent collections, Hockney’s Eye needed design to do more than guide visitors – it had to connect them to Hockney’s world. A bold visual identity and immersive experience didn’t just enhance engagement, it drove action – proving that exhibition design isn’t just about wayfinding, it’s about impact.

From start-up to market leader, without following the rules

With a premium price in a price sensitive category, Mockingbird Raw Press didn’t just use design to enter the market, it reshaped it. With no consumer testing and no big marketing spend, design led this challenger to outsell established giants. Beyond disrupting the market – it forced competitors to rethink their entire strategy proving that a brand built on design can drive a new business model.

A life-saving tool transforming access to maternal care

In remote communities where maternal mortality is high, a digital-first approach wasn’t the answer. Instead, the High-Risk Pregnancy Referral Tool used design that addressed the realities of the environment – using visual, low-tech tools that volunteers could trust and use. The impact? More women identified early and more lives saved. And a scalable design solution that proves effectiveness isn’t just about commercial success.

Download the Entry Pack for the 2026 DBA Design Effectiveness Awards. The deadline to enter is 5pm on 14 July 2025.